ASCO

About

The American Society of Clinical Oncology (ASCO) is the world's leading professional organization for physicians and oncology professionals caring for people with cancer. During my tenure at Publicis Sapient, I was part of the UX Design Team (3 designers total) which involved working together with the Strategy, UX Research, Project Management, and Developer teams to launch a new meeting platform that will deliver the latest groundbreaking science in oncology and timely information on clinical application and treatment.

Team:

Aileen - Director of CX and Innovation
Hung- Group Design Director
Rachel - Director of Research and Insights
Cici- Associate Director Product Management
Jessie- Product Management
Carolyn- Research
Katy- Research
Beto- Experience Lead
David- Experience Lead
Troy- Experience Designer
Development- Teams from PS and ASCO

Timeline:

8 months

Services Provided:

• Product Design
• UX UI

About

The American Society of Clinical Oncology (ASCO) is the world's leading professional organization for physicians and oncology professionals caring for people with cancer. During my tenure at Publicis Sapient, I was part of the UX Design Team (3 designers total) which involved working together with the Strategy, UX Research, Project Management, and Developer teams to launch a new meeting platform that will deliver the latest groundbreaking science in oncology and timely information on clinical application and treatment.

Understanding

The Challenge

ASCO’s Annual Meeting and congresses had to evolve to a virtual environment in the year of the pandemic. We had to build a fully custom meeting platform to simulate ASCO’s meetings virtually.

In-Session Experience


One of my tracks of work involved building the in-session experience. The challenge was to create an experience for viewing meeting content that is flexible and logical while also supporting learning via deeper participant engagement and supporting post-meeting needs.

UX Research


The journey, user pain points, and insights were given to me by the UX Research Team. Additionally they kickstarted a co-design session with the client to build an initial wireframe and set it’s intentions. I hit the road with all this information.

Exploring

Coming Up with Solutions

After gathering the requirements, and the intentions of the UX Research Team, I proceeded to analyze the data provided and user requirements. I did a benchmark of other type of meeting solutions in the market and analyzed behaviors of web players.

We needed to simulate a full immersion of the experience of watching a session and the ability to see all of the details of a session. Because of this, we created two types of experiences. The “Session Details” experience would have all the details of the session and the second one called “Theater Mode” where the user will have full focus video experience with the most important goals that they want to achieve during a session.

Examples of brand identity

User Testing

Key user goals included to have access to presentation documents, view session details, ability to ask questions and being able to take notes.


For the test, I used Anima, since we needed to include a video component and a code snippet for an API. Additionally, I edited the video to emulate a full session. These decisions gave a more “real life” simulation in our user test.

Test, Rinse & Repeat

Together with the UX Research Team we ran the User Test via Zoom. Users had quite positive feedback overall and we did additional enhancements to the experience based on this feedback. I did a new static prototype in Invision for stakeholder review.

Materializing

Digitalizing an in-person experience

For a virtual content experience to achieve or surpass the value of attending a meeting in-person, the experience needed to be easy to navigate, consume and interact, while giving them the added benefits of digital attendance — like flexibility for time shifted viewing, access to related content like abstracts, smart recommendations and post-meeting continuity.

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Results

Created a custom solution in the battle against cancer

ASCO needed a custom meeting platform that delivers the latest groundbreaking science in oncology and timely information on clinical application and treatment.

Community Engagement

The online meeting experience offers opportunities to engage with and learn from oncology thought leaders from around the world, including interactivity and live question and answer in key sessions.

Access to top caliber scientific research made easy

The platform provided attendees with live and on-demand access to top caliber scientific research presentations and slides.

Other Projects